Taobao Operation | How to achieve low-price traffic promotion

　　It is inevitable that new products will be promoted by Taobao’s new store and will be used to promote the express train. Many novice sellers think that the express train is more expensive and the promotion is ineffective. In fact, this is not the case. The direct train is a good drainage tool, and it depends on the operation and only if it is operated can it bring substantial results. Here are some tips for you:

　　1. Refined mapping

　　No matter who drives, I have always been unable to do without some fixed routines. Since these are the essence of the elders, I have added precision to the foundation of the test model. What is precision? Precision is continuous selection.

　　1. Selection of pictures and precision

　　First of all, we must be precise when selecting the direct-to-business owner image. We cannot just get on the car and test it directly. This is not only a waste of time, but also a waste of money. Usually, when selecting images, we must first compare it with our peers, take a look at the images of our peers, which sell well and which sell poorly, and start filtering. Then send the filtered images to QQ group, WeChat group, buddy group, sister group, everything you can think of, and let niche people help you check (of course, you should be careful not to make others hate you, this is very important), select images with high recognition and then get on the car for the test.

　　2. Precision of word selection

　　Nowadays, many people should not deliberately choose words when measuring pictures. It is absolutely necessary to directly recommend 200. But have you ever thought about such questions? How many of the searches are large in these 200 words? Some words only have dozens or hundreds of searches. We will definitely delete these words in the future if we add them. However, in the plan, there will be clicks, one click, two clicks, and it is also money. And how many big words are there in these words? For many small and medium-sized sellers, it is difficult for you to burn big words. Why? Because the click rate is too low and the conversion is not too high, usually the buyer who comes in after searching big words is more like shopping. In fact, he is not very sure what kind of thing he wants to buy after all. So for small and medium-sized sellers, many big words need to be deleted, so why not deal with them when the plan is under construction? So the question is, what kind of words should we choose after all? We also have a cautious attitude about measuring and selecting words.

　　First of all, we will filter the system recommendation words. There are two centers here, one key point:

　　The first center is to have a high degree of correlation with our treasures. Since we can take the initiative in the keyword quality score, we only have the characteristic of correlation, so in order to ensure that our keyword score is high enough, the correlation must be at least 4 or 5 squares;

　　The second center is the display index. During the test period, as long as we display keywords that are high enough, we can get the display if the bid is relatively low. This is a proportional connection. Assuming that we bid 20 items in the future, then there may be 1,000 keywords in the 10,000 keywords in the search volume that can reach 20 items in the future, but only 100 keywords in the search volume that can reach 20 items in the future, so the display index must be large enough.

　　The third key point is click rate. How do we choose click rate? Here we need to refer to the career analysis:

　　Here you can see the average click rate of your category. The keywords we choose should be at least higher than the average level of the mall, laying a solid foundation for our future optimization of our solutions.

　　As for click conversion, we can not think about it for the time being when testing the product. Since this is related to the product's own style and price overview evaluation and store decoration, in fact, the reference value of the data given by the direct train is not very high. Then we can grasp the above three words to choose, and in the 800 words given by the system, dozens of words can be selected. If the category comparison is small, the display index and click-through rate can be reduced. In the future, we will put the keywords into the plan and set a price that is different from the default bid.

　　Next, based on the analysis of the traffic flow of the treasure to the direct train and the market conditions of the business consultant, find some of the words in the search terms and add them to our plan.

　　The criteria for finding words are the same as above. We don’t need to worry about the duplication of keywords. Because the express train plan will actively filter the same words, this is also the reason why the added word bids in our previous plan cannot be the same as the acquiesced bid. We need to reach at least 100 words we find through several channels, and the more the better. Of course, we cannot throw away the previous guidelines for finding words, set daily limits, invest in regions, invest in time, etc., and drive.

　　Some comrades may ask, you will definitely have an impact on the click rate of the image measurement. Of course, this is not denied by Yu. The click rate of the word selection must be relatively high. However, what is the standard for determining the quality of the image, and it is still the click rate. Let’s consider this influence and make appropriate progress to request click rate. Another advantage of this image measurement is that the calculation funds for the image measurement are directly used to improve the quality of the keywords we use in the future, without too much waste.

　　2. Insurance optimization

　　When we test the image well, we have to start to show our strength in the future. So should we directly bid and burn it? Of course not. Since we are taking a relatively safe path, it is necessary to think about reducing PPC. We all know that the biggest impact on PPC is keyword quality. Therefore, we must focus on optimizing keywords in the next step. Of course, burning money will definitely burn the keyword quality, but that will cost a lot of money. To improve the quality of keywords, we should not be too shaking our click volume and click rate. Therefore, before this, we need to do a good job of daily accounting. We must not burn money at will until our PPC drops to our expectations. This is the principle of our pursuit of insurance.

　　So how to optimize keywords? In fact, we have put some effort into choosing words before, and in disguise, it has saved the optimization time and optimization cost. So what should we do below? We have summarized three points;

　　1. When deleting words, you must first deletion of words that have no clicks for 2 to 3 days, or have very low click rates. Don’t be afraid that there are few words in the plan. Even if you delete only 10 words, it doesn’t matter. What you leave behind is masters. When our masters grow up, we will add words slowly.

　　2. Price increase and price reduction We need to make progress in bidding for some keywords with relatively high click-through rates, and see if there is room for appreciation. If there is a quality point, it will definitely rise. When the quality point increases, you will be able to lower the bid. At this time, you will find that although the PPC has dropped, the display and click are still rising.

　　3. The quality score of the keyword plus keywords is relatively stable for two days. In the future, we can appropriately add a small amount of addictions, and only after a period of stability can we get a lot of addictions. Try to add extended words from those good words in the early addiction, so as to bring more traffic to our plan.

　　3. In terms of the operation method of low-price drainage, these four directions are roughly divided into

　　1. Low-price implementation methods (off-site implementation, wireless implementation). 2. Low price implementation strategy (multiple implementation, multiple plans to use, planning strategy).

　　3. Use of low-priced words (long-tail words, broad words, ascending words). 4. Tips for low-price implementation (outside the site, directional, inside the site).

　　The method of running traffic at low prices for express trains is actually very simple. The premise is that we must understand the express train enough and know that the express train is a drainage tool. The rest is how we correctly operate the express train. I believe everyone can get more traffic during the promotion of the express train.